Female genital mutilation (FGM) - "Inhumane/Human"

Impact BBDO

Impact BBDO Dubai, United Arab Emirates

Awards

5832

This ad is part of the ACT Responsible Collection

Brand: Female genital mutilation (FGM)
Country: United Arab Emirates

Advertiser: 28 Too Many

Title	Inhumane/Human
Agency	Impact BBDO
Campaign	Cruel/civilized
Advertiser	28 Too Many
Brand	Female genital mutilation (FGM)
Date of First Broadcast/Publication	2018
Business Sector	Institutional/Public Interest/Non-Profit Org.
Philosophy	The Egyptian Government passed legislation in 2008 that specifically prohibits FGM. In September 2016, a further amendment was made (by Law No. 126 of 2016) to the Penal Code, replacing Article 242-bis and adding Article 242-bis (A), upgrading FGM from a misdemeanor to a felony. Describe The Target Audience The medicalization of FGM in Egypt is a huge challenge with 78.4% of incidences carried out by health professionals. We want to raise awareness and target new parents. We want to educate them about the Impact of FGM, and convince them not to expose their daughters to this awful practice. Translation: Provide A Full English Translation Of Any Text. Inhuman became human Pains became dreams Accept became Condemn Despair became Joy Cruel became Civilized Consent became Defiance
Media Type	Branded Content
Length	118 seconds
Chief Executive Officer	Dani Richa
Chief Creative Officer	Paul Shearer
Managing Director	Samantha Stuart-Palmer
Associate Creative Director	Marie-Claire Maalouf
Executive Arabic Creative Copywriter	Sarah Berro
Creative Director	Logan Allanson
Graphic Designer	Ahmed Nawara
Art Director	Marcio Doti
Associate Creative Director	Ben Griffiths
Executive Arabic Creative Copywriter	Rani Amayri
Arabic Copywriter	Mohamed Abdelkader
Executive Arabic Proof Reader	Husam Al Agha
Art Director	Jithesh Narayanan
Digital Art Director	James Keith Elgie
Calligrapher	Abdelghany Shoair
Creative Services Director	Tennyson Torcato
Strategy Director	Noor Hassanein
Communications Manager	Emma Lightowlers
Director	Amel Fahmy